Impact of Web Site Quality in Self Service Technologies on Satisfaction, Commitment, Confidence and Re-Purchasing

Yıl 2017, Cilt: 3 Sayı: 4, 17 - 26, 01.12.2017

Alkan Alkaya Fatih Şahin

Öz

The growing use of information technology has transformed business processes into widespread acceptance. Electronic commerce has become an increasingly popular business model with a wide range of tools for companies. This business model is particularly evident in the service sector in the use of self-service technologies (SST) such as telephone banking, investment activities and online hotel reservation. However, many factors, whether customer or business, affect the effective use of SST. However, Meuter, Ostrom, Roundtree, and Bitner (2000) point out that SST is the key factor affecting customer satisfaction or dissatisfaction. In this study, the impact of perceived quality of online hotel booking companies' websites on customer trust, satisfaction, loyalty and intention to repurchase will be revealed. The scales belonging to the model created for this purpose are in particular Hsieh, Chiu and Chiang (2005), Meuter et al. (2000); Shin, Chung, Oh and Lee (2013) and Meuter, Bitner, Ostrom, and Brown (2005) have been adapted from their work. Research is conducted on customers who use hotel reservation providers (such as Tatilsepeti, Trivago, etc.) over the internet. The data were obtained through questionnaires and regression analysis was performed on the SPSS program. The research seems to be crucial in determining the level of perceived quality of the websites of hotel booking companies in terms of providing insight into the businesses that use or use this system.

Anahtar Kelimeler

Commitment, Satisfaction, Self Service Technology, Trust

Self Servis Teknolojilerindeki Web Sayfası Kalitesinin Tatmin, Bağlılık, Güven ve Yeniden Satın Alma Üzerindeki Etkisinin Araştırılması

Öz

Bilgi teknolojilerinin kullanımının artmasının işletme süreçlerini dönüştürdüğü konusu yaygın bir şekilde kabul edilmektedir. Elektronik ticaret, firmalar için geniş bir araç yelpazesine sahip olan giderek popüler bir iş modeli haline gelmiştir. Bu iş modeli özellikle hizmet sektöründe telefon bankacılığı, yatırım faaliyetleri ve çevrimiçi otel rezervasyonu gibi self-servis teknolojileri (SST) kullanımında kendini göstermektedir. Ancak gerek müşteri gerekse işletme kaynaklı pek çok unsur SST’nin etkin kullanımı etkilemektedir. Bununla birlikte Meuter, Ostrom, Roundtree ve Bitner (2000) müşteri tatminini ya da tatminsizliğini etkileyen anahtar faktörün de SST kullanımı olduğunu belirtmektedir. Bu çalışmada çevrimiçi otel rezervasyonu şirketlerinin web sitelerine yönelik algılanan kalitelerinin müşterilerin güven, tatmin, bağlılık ve yeniden satın alma niyeti üzerindeki etkisi ortaya konulacaktır. Bu amaçla oluşturulan modele ait ölçekler özellikle Hsieh, Chiu ve Chiang (2005), Meuter vd. (2000); Shin, Chung, Oh ve Lee (2013) ve Meuter, Bitner, Ostrom ve Brown (2005) yapmış oldukları çalışmalardan uyarlanmıştır. Araştırma internet üzerinden otel rezervasyonu sağlayıcılarını (Tatil Sepeti, Trivago vb. gibi) kullanan müşteriler üzerinde yapılmaktadır. Veriler anket yoluyla elde edilmiş ve SPSS programı üzerinden regresyon analizi yapılmıştır. Araştırma otel rezervasyonu şirketlerinin web sitelerinin algılanan kalite düzeyinin ortaya konması bu sistemi kullanan ya da kullanacak işletmelere fikir verebilmesi açısından önemli görülmektedir.

Anahtar Kelimeler

Bağlılık, Güven, Self Servis Teknolojileri, Tatmin

Kaynakça

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